Marketing & Sales

A Gap Grows: Buyers Vs. Those Who Now Wait On The Sidelines

While homebuilders excel at reducing barriers through incentives, they must also focus on creating a stronger emotional connection with potential buyers.

Capital

Doldrums Unsettle Builders As Sales Slow, Cancels Creep Up

A spreading belief among homebuyer prospects is that new home prices must and will come down from where they are and – in light of the growing use of concessions and incentives – that they've already started on their way down.

Land

It's Always About Land In Homebuilding, But Now It's Different

Prices for it are high; multiple bidders for it strive to control it and build on it; borrowing costs to finance it are high, time-value-of-money costs for entitlement, permitting, etc. are running longer and longer, and ... "they're not making it anymore" has become "they're making less."

Leadership

Late-Spring Selling Softens: Speed-Bump Or Inflection Point?

The depth, geographic pervasiveness, and readiness among "haves" to become new-home buyers have created a Goldilocks era for homebuilders in 2023 and, so far, through mid-2024.